Channel Strategy Lead - Paid and Earned

About the Department Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight. We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn’ mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results. We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us? The Position The purpose of the Channel Strategy, Paid & Earned Lead is to manage the TA/Brand paid media plan and enterprise budget in alignment with the overall digital and offline media objectives, developing comprehensive paid and earned media strategies tailored to TA/Brand objectives and target audience preferences. This role involves leading strategic initiatives to drive innovation in paid and earned digital channels, particularly in search engine optimization (SEO/SEM) and social media engagement, by developing and disseminating best practices through targeted training and resources. The Lead will lead and develop a team of media strategists, ensuring the development and management of media plans across the marketing portfolio, presenting strategy and investment metrics to stakeholders, and collaborating with internal teams to drive continuous improvement. Additionally, the Lead tracks expenses, manages contracts, fosters a culture of learning by sharing industry best practices, and monitors campaign performance to optimize budgets and maximize ROI. The role focuses on leveraging analytics to enhance the effectiveness of search and social media strategies, ensuring alignment with broader business priorities. Relationship The role of Channel Strategy, Paid & Earned Lead reports directly into the Omnichannel Engagement Lead. The role will regularly interface with their direct reports across Social, Search and Media teams. Additionally, this role will interact with other teams within Omnichannel Engagement, including the Therapeutic Area Orchestration and Experience Operations Teams. The Lead will also interface with teams across the enterprise, including Corporate Communications, Commercial Excellence and Innovation, TA/Brands, Commercial Insights & Analytics and other relevant stakeholder groups. Essential Functions Strategy Execution: Accountable to manage the TA/Brand overall media plan and budget. Develop comprehensive Paid and Earned media strategies aligned with overall TA/Brand objectives and target audience preferences. Developing strategies to generate positive earned media coverage including search engine optimization (SEO), partnerships and community engagement efforts. Lead strategic initiatives to disseminate best practices through targeted training sessions, curated resources and campaign performance analysis thereby empowering marketers to optimize paid and earned digital channels effectively Leadership & Team Management: Lead and develop a team of Paid Media Strategists and Paid and Earned channel experts including search, social and paid media. Relationship owner of the NNI Media agency relationships, responsible for the centralized planning, buying and optimization for NNI enterprise across patient and HCP audiences Project Management: Develops and manages paid and earned media plans across the full marketing portfolio Stakeholder Engagement & Collaboration: Regularly presents Media strategy and investment metrics to brand, TA, and senior management. Ensures alignment of plans with TA/Brand teams providing guidance/insights and soliciting feedback. Collaborate with Experience Intelligence & Commercial Insights & Analytics to share regular reports and insights to stakeholders identifying trends, opportunities, and areas for optimization to drive continuous improvement Governance and Best Practices: Regularly tracks and reconciles expenses to ensure budget is on track and to provide financial reporting to CSMLT, Finance and Procurement. Follows internal and external procedures in managing contracts. Cultivates a culture of continuous learning and improvement by championing the sharing of industry best practices and emerging trends in digital marketing channels Measurement, Optimization & Innovation: Monitors campaign performance, adjusts strategies, and optimizes budgets to maximize ROI and achieve campaign objectives. Optimizes spend and ensures that resources are appropriately allocated, and qualities of service are maintained while costs remain on track and according to budget. Monitors agency expenses by looking for opportunities to maximize value while minimizing agency costs. Continuously seeking opportunities for optimization and innovation across paid and earned media spaces Media Planning & Optimization: Develop comprehensive media strategies that align with overall marketing objectives, target audience profiles, and budgetary constraints. Conduct market research and media landscape analysis to identify key opportunities and trends in paid and earned media channels. Determine the optimal media mix and allocation of budget across various channels, platforms, and tactics (e.g., search, social, video). Oversee the execution of media campaigns, ensuring alignment with strategy, brand guidelines, and regulatory requirements. Monitor campaign performance in real-time, analyzing key performance indicators (KPIs) such as reach, engagement, conversion rates, and return on investment (ROI). Optimize media tactics and allocations based on performance insights, audience feedback, and market dynamics, iterating on strategies to maximize effectiveness and efficiency over time Physical Requirements Hybrid policy: 3 days in office, 2 days remote. Approximately 20-30% overnight travel required. Development of People Supervisory Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process. Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility. Manage the application and communication of all Novo Nordisk policies, procedures, and Novo Nordisk Way. Qualifications A Bachelor’s degree or equivalent experience is preferred with a concentration in Business, Marketing, or a related field 12 years of experience in digital marketing, media strategy, or related roles in a commercial organization Proven track record of developing and executing paid and earned media strategies at a senior management level Extensive experience in SEO, social media management, agency management and other digital marketing channels Strong understanding of digital marketing tools and platforms, including SEO, social media engagement and other digital marketing channels Proven knowledge of the pharmaceutical industry, including Medical, Regulatory, clinical processes and market dynamics preferred Proven success in developing strategy through expert understanding of market and industry Ability to manage complexity, including the leadership of work across competing priorities Strong strategic thinking and analytical skills, with the ability to translate insights into actionable marketing strategies to guide customer experiences Proven track record of innovative customer experience tactics/high impact results (based on metrics/ROI) Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow up Excellent communication and stakeholder management skills, with ability to influence senior leaders and collaborate with cross-functional teams across the organization Embodies leadership behaviors, including authenticity, servant leadership, will, empathy, decisiveness, and driving focus and simplicity Excellent leadership and team management skills, with the ability to inspire and motivate others People management experience required, with a proven track record of development and coaching We commit to an inclusive recruitment process and equality of opportunity for all our job applicants. At Novo Nordisk we recognize that it is no longer good enough to aspire to be the best company in the world. We need to aspire to be the best company for the world and we know that this is only possible with talented employees with diverse perspectives, backgrounds and cultures. We are therefore committed to creating an inclusive culture that celebrates the diversity of our employees, the patients we serve and communities we operate in. Together, we’re life changing. Novo Nordisk is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, protected veteran status or any other characteristic protected by local, state or federal laws, rules or regulations. If you are interested in applying to Novo Nordisk and need special assistance or an accommodation to apply, please call us at 1-855-411-5290. This contact is for accommodation requests only and cannot be used to inquire about the status of applications.